Explain the overall reason for writing (use a question but without a question mark).

Save detailed questions for later paragraphs.

Provide justification, explanation, and details in the middle of the message:

Explain the reason for the request

Emphasize the benefits of complying with the request

For complex requests, use a series of specific questions in descending order of importance:

When requesting several items or answers, use an itemized list.

Limit questions to those dealing with the main idea.

Don't use questions for which you can find answers yourself.

Match the form of the question to the type of information required (yes-or-no questions for specific information; check-off forms when asking the same question of many people; open-ended questions for more general requests).

Avoid leading questions.

Limit each question to one topic.

Close with a request for specific action:

Express goodwill.

Mention time limits.

Include phone number, office hours, or other information.

Save thank-you note for later, after the transaction has been completed.

PLACING ORDERS

Get right to the point; the audience will be interested and cooperative.

REQUESTING ROUTINE INFORMATION AND ACTION

Any request is an important tool for building a favorable image of the company.

In requests to company insiders,

Use memo format.

Follow direct plan: (1) state purpose, (2) explain and justify request, (3) close with reminder of request and instructions for complying.

Use matter-of-fact style.

A typical purpose of a request to another business: to obtain information about products.

When requesting information from other businesses in response to advertisements,

Fill out and return the response card, if available.

If not, write a sentence or two requesting information and mentioning where you saw the advertisement.

Enclose a handling fee, if required.

for other product inquiries, provide more explanation:

Describe the request.

Indicate any reader benefit for replying with the request (generally, possibility of doing business).

Make compliance easy.

Typical purposes of requests to customers and other outsiders: to ask for information, request simple actions, reestablish a relationship.

Requests to customers and other outsiders can often be handled with a short, simple letter.

When a longer, more detailed approach is necessary:

Explain the request.

Break the procedure for complying into steps.

Justify request, emphasizing benefits to the reader.

Make compliance easy; include a stamped, preaddressed reply envelope if customer is an individual.

REQUESTING CLAIMS AND ADJUSTMENTS

Most companies are happy to honor reasonable claims, because doing so quickly and cheerfully often saves the most dishonest customer.

Use the direct plan.

Employ a positive, unemotional tone.

Document a claim with photocopies of invoices, receipts, canceled checks, and the like.

Be specific about what you want the company to do, or explain the problem and ask the company to suggest a remedy.

MAKING ROUTINE CREDIT REQUESTS

Write to ask for a credit application form.

Credit applications require the name of your company, the length of time in business, the name of your bank, the addresses of businesses where you have existing accounts, a financial statement, and a balance sheet.

To obtain commercial credit when placing a first-time order for goods, open with a request for credit, explain the order, and offer evidence of credit worthiness.

INQUIRING ABOUT PEOPLE

Legal liability makes companies reluctant to answer inquiries about people, but some organizations still ask for references when selecting candidates for jobs, memberships, awards, and the like.

The purpose of letters requesting a recommendation: to get someone to serve as a reference for you.

In a letter requesting a recommendation,

Use direct approach.

Explain the situation.

Remind the reader who you are.

Include a copy of your resume or equivalent description of your qualifications.

Close with a summary of the request and the details on how to comply.

Include a stamped, preaddressed envelope to encourage a reply.

In a letter checking on a reference given by a job or credit applicant,

Use the direct approach.

Explain the applicant's situation and requirements of the position.

State why you value the reader's opinion.

Mention that the request was authorized.

Do not include a stamped, preaddressed envelope if the request is directed toward a business.